Christmas shopping season, a more competitive spirit emerged.

For the first time ever, some Bermuda stores discounted merchandise before Christmas Day, among them Trimingham Brothers.

Only a few years ago, such a move was unthinkable.

Traditionally, retailers have waited for the day after Boxing Day, or after New Year's, to cut prices.

W.J. Boyle & Son Ltd. has, in the past, waited until January to reduce prices in an effort to run down merchandise in what is normally a slow month, the business' president William Boyle said.

But competition is accelerating and "retail is changing very fast in Bermuda,'' he said.

Last month, Boyle's started discounting shoes the day after Boxing Day.

Mr. Boyle added that he will likely look at opening later on days other than Fridays during the Christmas 1997 shopping season.

Stores were open late Fridays for the Christmas shopping festival but Trimingham Brothers extended hours on other days, he said.

"Retail is changing. we will probably have to make adjustments. If late night shopping is the trend, we will have to look at matching hours (set by other stores) and having shifts for staff.'' But Mr. Boyle admitted extended hours is not something he is keen on.

And he did not support Sunday and holiday openings.

It would be a move away from "family values'' and could hurt employee/employer relations, he said.

Some business leaders recently urged Government to lower barriers to Sunday and holiday shopping. They argue stores should be allowed to open when they like without public holiday permits.

"If you keep chasing the dollar, you just go around in circles. It is the same amount of money spread over seven days instead of six,'' Mr. Boyle said.

On Christmas sales, he said gains by some of his six stores were offset by declines at others.

"The net effect was flat'' compared to last year, he said.

Toys N' Stuff co-owner Jackie Rodill said they offered items at a discount prior to Christmas to move year-old inventory. Currently, the store has discounted all toys.

Retailer laments pre-Christmas discounts "In some areas we had improvements but (receipts) were generally soft'' or about the same as last year, HA&E Smith Ltd. president Roger Davidson said.

A.S. Cooper & Sons Ltd. managing director Peter Cooper said December sales were "slightly behind'' 1995 figures.

He blamed a shorter 1996 Christmas shopping season compared to last year.

Mr. Cooper called discounting merchandise prior to Christmas a "disturbing'' development on the Bermuda retail front.

For several years, including 1996, Coopers discounted items the day after Boxing Day.

When the competition discounts prior to Christmas, Coopers is forced to compete with it or ignore it, he said. "You can't ignore it.'' Also revealing a receipts decline was a major Reid Street store.

A spokesperson, preferring The Royal Gazette not name her or the store, said 1996 December sales fell about five percent compared to 1995.

Trimingham's president Eldon Trimingham could not be reached yesterday.

Royal Gazette general manager Keith Jensen said December advertising inch count was down one half percent compared to the last month of 1995.

Advertising volume can serve as a barometer of the retail sector, he said.

The largest paper was published the Friday prior to Christmas, 84 pages, same as 1995, Mr. Jensen said.

He said that Christmas "advertising started earlier this year'' reflecting more competition. Chamber of Commerce president David Rowntree said: "Those that will say they had increases, it will be because of increased initiative.'' But improving on last year's receipts does not mean that much as 1995 sales, like several prior years, were far from spectacular, he said.

On the early discounts, he said the consumer benefited.

"It (pre-Christmas discounts) was a positive thing primarily designed to attract the local shoppers as opposed to him or her going overseas.''